Delhi-based POPxo, a woman centric lifestyle and fashion content portal, has raised $2 Mn in its Series A funding round led by IDG Ventures, Kalaari Capital along with participation from 500 Startups.

The raised funds will enable POPxo to broaden its editorial operations in English and Hindi language. The startup plans to scale up video production and new features for its recently-released iOS and Android apps.

Namrata Bostrom, co-founder of POPxo said, “As well as investing in new, engaging content formats, over the next two years we will develop technology that will create an even-stronger sense of community within our growing reader base.”

Founded in May 2014 by Priyanka Gill and Namrata Bostrom, POPxo is a digital platform for women providing content around fashion, beauty and lifestyle. It targets women between the age of 18 and 34. Last year in November, POPxo had secured $500K from a group of investors including Google India Chief Rajan Anandan and CaratLane.com’s Mithun Sancheti.

The digital content space is growing at a rapid pace. According to Gill, around 60 Mn Indian women have an online presence and this number is expected to reach around 300 Mn by 2020. POPxo wants to take hold this opportunity while digital media is at the cusp of a big shift.

The content consumption pattern of consumers is changing fast with the increasing penetration of smartphones. Content driven platforms are now gearing up for the new challenges that come with this shift. It is now a game of wait and watch’ as they engage their customers with the aid of high quality content and technology.

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